Month: September 2008

I’ve decided to post, every now and then, a little inspiration because I think its important for us to reflect on our lives a bit. Plus, it’s amazing how one short sentence or two can change one’s perspective — for the better.

So here’s my first sharing of inspiration. Enjoy!

“No matter how small and unimportant what we are doing may seem, if we do it well, it may soon become the step that will lead us to better things.”

Channing Pollock

Actor, Writer and Composer

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Inner confidence, self esteem and . . being the first-born child are what makes a winner, according to new research.

Alliance and Leciester Commercial Bank’s study shows that 60% of business owners are the first born, while 80% have one or or siblings, where they put to good use qualities such as leadership and teamwork learned at a young age.

Big egos, super confidence and an almost blasé attitude towards risk, as often displayed in business programmes on television, are NOT necessarily what it takes to be a winner. Rather, being dependable, considerate and a good listener are what counts, says the study.

And you don’t have to necessarily have benefited from a private education to make it in business: nearly three-quarters of survey respondents come from a state school background. However, further education does seem to have a positive role.

I think tenacity ought to be added to the list, and maybe time-management skills (still haven’t quite worked out the latter, though). Having all the desirable ‘winner’ qualities, as outlined above, is one thing, but when the economy is on a downward spiral, business is slow and almost three in ten small businesses fail before they pass the three-year mark, having faith in oneself and being prudent with your time are paramount . . . if you want to stick around for much longer. 😉

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Bold claim. But all my research and experience stands firmly behind it. (And so do I!)

Apart from hyperventilating at the mere thought of cold-calling a relative stranger (hey, I’m a writer!), it has been shown time and time again that marketing or ‘selling’ to those you already know or have some kind of connection with will give you a much better outcome.

That affiliation may be that you’re both members of the local chamber of commerce or an online networking group. You may have passed email messages. You may have both contributed to a post. Your prospect may have signed up to receive your ezine…

The point is they will have some connection with you and it should be easier to do business with them. And when you do pick up the phone, you’ll be making a ‘warm’ call that is more likely to end in an appointment or whatever the next step in your marketing strategy is.

Ultimately, getting new business is about building relationships first — not making a quick cold call that usually results in an even colder reception. 😉

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A client asked me to put something together for a new self-help DVD she has produced. (The product is related to a topic that is close to my heart, so please do at least check out her website, below.) The launch coincides with October’s Breast Cancer Awareness Month. Here is the press release I wrote, which has already been picked up by the media:

SHOREHAM BY SEA, West Sussex United Kingdom/18 August 2008 — An essential new guide to help women keep their breasts healthy in the way that nature intended is to be launched at the start of Breast Cancer Awareness Month in October, bringing breast cancer prevention and awareness into the 21st century.

The programme has been compiled on DVD by MLD expert and lymphedema therapist Yvette Jordan, LMT, CDT, GBTH.

Jordan said: “I see and treat many post-breast cancer patients. Now I want to help to prevent this terrible disease from occurring in the first place, which is why I have created this imperative DVD.

“Our bodies are designed to fight cancer cells naturally through our lymphatic system and lymph nodes. However, in light of the link between stagnant lymph and breast cancer, we urgently need to pay attention and increase the efficiency of this system. Using proven techniques and moving it continuously keeps it clean and prevents stagnation, ultimately improving our ability to fight this disease.”

Additionally, Dr Marika von Viczay, ND, PhD, medical director of the Isis Health and Rejuvenation Centre in Asheville, NC, USA, said: “Not only is lymphatic drainage a key to disease prevention and rejuvenation, it is the means to reverse and contribute to the natural healing processes of the human system for a host of illnesses, including breast cancer.”

Latest figures show that, unless action is taken soon, by 2024 one in seven women will develop breast cancer by the age of 80. This is exacerbated by the general increase in obesity, which is related to inflammatory breast cancer with 45 per cent less survival rate.

Breast Wise costs £9.99 (approx. USD $18.57), plus p&p, with £1 (approx. USD $1.86) from each sale going to breast cancer research charity. It will be available from the Feel Good Factor website at http://www.fgf.uk.com or by emailing breastwise@fgf.uk.com.

Feel Good Factor, where Jordan practises massage therapy, is the first lymphatic health centre in the UK dedicated to lymphatic therapy treatments and education. It opened for business in February this year at Shoreham by Sea, West Sussex, England.

Let’s say you’ve just spent the best part of your month creating and fine-tuning your core marketing message. How do you REALLY know whether it is likely to be of any interest to your target market? The research you will have carried out (oh, you didn’t — OK, straight back to the start! Do not pass ‘Go’ and do not collect £200!) is inextricably linked, but so is testing. But there is another, much simpler way to gauge its success . . . just ask yourself: “Would it be possible for anyone to say the opposite of this?”

* Conclusion: No one would say the opposite (unless they were intent on committing business suicide!). So this gives a fairly good indication that your message is no-goer. Apart from being meaningless, it isn’t going to rub well with your prospective clients.

OK, let’s try a different message:

* Your message: “Our support team is ready to help you at all times.”

* The opposite: “Our help desk closes at 11pm.”

* Conclusion: You could certainly say that your help desk isn’t always open. Not everyone can provide a 24/7 service. So your message is worth trying out.

Of course, the more specific you are, the better the message. And the more you show how you differ from the competition, the greater the chances of your marketing’s success.

Try it and see — and DO let me know of any successes!

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I’ve been asked by many to put together a few publicity packages that will offer year-round publicity ideas, support and mentoring without the HUGELY steep prices associated with the typical PR agency.

So I thought, “Why not?” I’ve worked with companies as large as NEC on their big-budget campaigns, as well as entrepreneurs on a one-to-one, more-down-to-earth-budget basis. So why not package that expertise? Especially if it will help small businesses and entrepreneurs leverage the most from F.R.E.E. publicity.

As a special offer to all my clients and CfS subscribers, I am happy to deduct 10% from all the prices you see at this new page: